In 1986, the consumer products division of Clairol promoted child safety with a coupon redemption program that helped raise funds for National Child Safety Council.
More than 188,000,000 coupons were distributed in a freestanding insert in the Sunday edition of 47,000,000 newspapers nationwide promoting the program featuring Safetypup®.
Clairol also offered consumers the opportunity to obtain a free Life Tag™ (Emergency Medical Microfilm Viewer developed by NCSC) with their coupon redemption. Included with each Life Tag™ was a booklet on safety basics developed by NCSC.
The program was announced:
- in freestanding newspaper inserts
- in in-ad certificates
- on in-store shelf-talkers
- on in-store risers
- in television billboard spots featuring all major Clairol brands